Google launches interactive 3D Lego set

Internet giant Google has partnered with toy company Lego to allow online users to build anywhere on a digital map of Australia.

The project, called Build, was a collaborative project with M&C Saatchi’s digital agency Mark, and is designed to showcase the 3D capabilities of Google’s web browser Chrome. The project was produced by Swedish digital agency North Kingdom. It also marks the 50th anniversary of Lego’s launch in Australia.

The Build campaign allows users to claim their own plots anywhere in Australia and New Zealand, with plans to roll it out globally.

Users can use up to 1000 virtual bricks to construct buildings, and can then share their creations online and with their friends.Lego build

Lucinda Barlow, head of marketing for Google Australia and New Zealand said in a press release: “If a toy could be part of a company’s DNA then Lego would be part of Google’s. We’ve loved working together to create Build, which turns the web into a collaborative canvas where you can create and explore a new Lego world together, online.

Build is our latest Chrome Experiment that demonstrates the powerful 3D graphics that are now possible in modern browsers like Chrome. We’re launching Build first down under and hope to open up in other countries soon. Australia is the home of Google Maps and a great place to test new innovation.

  • Client: Google Australia
  • Agency: M&C Saatchi/Mark
  • Production: North Kingdom
  • Production Digital Advertising Assets: MAKE

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